Taxing Times

BRIEFCASE

H&R Block Inc. is breaking out of its homey image as the neighborhood tax preparation office with a splashy $100 million campaign for its expanded Web site and lineup of financial services.

Timed to the start of tax season, the advertising blitz and the new Refund Rewards program culminate Block's three-year buying spree of accounting and investment firms, including discount brokerage Olde Financial Corp.

Block, with revenue of $1.3 billion last year, hopes to nudge some of its 16.5 million tax-preparation customers toward its other products, including financial planning and software. The Kansas City, Mo., company typically has three money-losing quarters a year.